How we are seen determines how we are treated, how we treat others is based on how we see them, how we see them comes from representation. In this ad there have been certain stereotypes about men who are basically shown as sexual predators whereas the ad concludes by showing the countertypes which is that not all men are sexual predators. Hall’s Reception Theory outlines how audiences may interpret the same product in different ways. Some audiences will take a preferred reading, encoding it exactly as the producer intended, others may take a negotiated reading, where they mostly agree with the message but there may be elements of the message they reject. The third reading that Hall identified is that some audiences may disagree with the message of the product and therefore take an oppositional reading of that product. Gillete’s old slogan “The best a man can get” is transformed to “The best a man can be”
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